HOW NOVELTY SHAPES AUDIENCE PERCEPTIONS OF VIRTUAL INFLUENCERS: EVIDENCE FROM A LIMITED-EXPOSURE MARKET
HOW NOVELTY SHAPES AUDIENCE PERCEPTIONS OF VIRTUAL INFLUENCERS: EVIDENCE FROM A LIMITED-EXPOSURE MARKET

Summary/Abstract: The rapid progress of artificial intelligence enables the creation of virtual influencers, AI generated anthropomorphic or animated characters, in social media. Tools such as MidJourney create highly realistic images and raise questions about the distinction between real and AI generated people in the digital space. This study examines the acceptance of virtual influencers among young people in Romania, with a focus on a male Romanian virtual influencer. For this purpose, two focus groups were conducted, each with ten social media-savvy young adults. Before the discussion, the participants followed the Instagram account of a Romanian AI-generated influencer for a week. The discussions showed that novelty in particular, a key concept for evaluating technological developments, influences perception and acceptance. Persuasive knowledge, source credibility, congruence and the Uncanny Valley effect also played a role in the evaluation of the virtual influencer.

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